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Bridging Marketing and STEM Education: Cross-Functional Teamwork for New Product Development
Abstract
As digitally-driven marketing initiatives expand, it becomes increasingly imperative to integrate science, technology, engineering, and math (STEM) functions into marketing education to improve business processes. New product development (NPD) relies heavily on successfully incorporating both STEM and marketing perspectives. This research contributes to the interdisciplinary pedagogy literature by examining a cross-disciplinary project that combines students from an undergraduate-level marketing strategy course and an electrical engineering course. In the process of undertaking this project, students also learned how to interact with and engage a community of external business stakeholders to accomplish their project goals. The NPD project is described in detail, and an evaluation of perceived student skill improvement is reported. Qualitative and quantitative data revealed that students reported improving their NPD, professional, and peer feedback skills as a result of this cross-disciplinary project.
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